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Shell Services International, Inc. Competitive Intelligence and Knowledge Management Convergence - page 24 / 35

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© Shell Services International Inc.

CI KnowledgeHouse - Research Components (Cont.)

Yellow File  

The Yellow File Module features stories on Shell Group’s competition detailing their inability to deliver solutions to their customers. Judicious use of Yellow File is encouraged at all times. Before the Core Audience begins to use Yellow File on a competitor, it is encouraged they contact the appropriate CI Analyst in their region to discuss the most appropriate way to present this information.

marcom@competitor.com

contains information on the way our competitors communicate to the external marketplace. In this module we detail such things as:

  WWW Links for the various competitor entities (JV's, subsidiaries, geographic branches)

  Press Releases

  Advertising Efforts (Actual advertisement from journals as well as relationships with ad agencies)

  Annual Reports

  Community Affairs Participated in

  Sales Collateral (such as Brochures and Success Stories/Glossies)

  Event and exhibits (where do competitors have representation as far as speakers, sponsorships, booths, etc.)

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